Riding the Tech Trend

One of the benefits of working in the college bookstore market all these years is riding the tech trends of the day. I remember when the Commodore 64 came out in 1982. My bookstore director decided that, since I was the buyer for calculators, and the C64 was just a big calculator, that I would be buying them. If you want to follow down that memory lane, read the book "Ready Player One" by Ernest Cline. It's a story steeped in the tech and pop culture of the late 70s and early 80s.

These days, the tech trends aren't relegated to those nerdy few in the basement of the computer lab with those keypunch cards. The infographic below shows how dominant smartphone use is with various age groups. I would venture to guess that the results would be skewed even higher should the study focus on age demographics only on college campuses. Now that I've become a smartphone user (a mere 7 months ago), I can't imaging being without.

And, I'm OK with that. To keep up with our end-users, our student customers on college campuses, it helps to get into their psyche, even just a little bit. My fingers may not be as nimble as some millenial digits, but I've got Siri to help me with those tiny keys. If we can understand that this generation expects information and communication to be available at their fingertips and event at their bedside, we're halfway to understanding their behavious as consumers in our stores. It's a huge culture shift. Ready?

By the way, I did read the book on my iPad borrowed from my public library. Count me in the game!


Courtesy of: Online Colleges

You Can't Afford to NOT Give it Away

I applaud the University of Alabama Supply Store for going where few college stores will go - the realm of big online companies - FREE SHIPPING. Yes, textbooks are low margin and shipping cuts into that.  But, offset free shipping costs with the purchases you will miss out on if the customer goes elsewhere and that low margin becomes no margin whatsoever.  And, they've done it so cleverly...  A cardboard box backdrop and the smirky "don't like leaving your apartment" comment.  Well done! 

University of Alabama Supply Store Facebook cover image through August 3.

The LARGEST selection of USED Books Ever! Available today!

I subscribe to a number of email broadcasts from college bookstores and this one from CSULB Bookstore at Cal State Long Beach caught my eye.  On seeing stacks and stacks of incoming books, it's an impressive testament to the fact that independent college bookstores really do work hard to have every book, for every class, at great prices (used or rental) and available NOW. 

My favorite part of the ad (click the link for a larger view) is the tag line:  Your Campus, Your Bookstore, Your Choice.  No mystery sellers, no shipments from multiple sellers, no added delivery costs, no questionable condition.  If your "choice" is peace of mind and ease of shopping, your independent college store is the easy A, no-brainer choice.

FW: The LARGEST selection of USED Books Ever!! Available today!

When you can't get to the mall...

As a self-described "professional shopper", I ready to hit the mall anytime, anyplace.  However, I realize that's not always convenient for everyone.  Instead, head over to turnhills.com for a virtual tour of mall windows to see the latest in fashions as well as in visual displays.  You'll find a variety of stores and the added option of being able to click on an item for more details for, they hope, an online purchase!  Now, that's window shopping!


The GAP window from http://www.turnhills.com/ virtual mall



Uniqlo display window at http://www.turnhills.com/ virtual mall



MonkeyTee, MonkeyDo Display

I actually don't mind my time spent in airports.  Who knew you could find so much inspiration browsing airport gift shops!  This display I found particularly interesting, even though I was sorely tempted to tuck in all those errant price tags.  While we've seen the pre-requisite tee & hat combinations, this shop cleverly combines tees (for mom, dad, sis, cousin) with cute plush (for lil' ones).  This would be so easy to implement in your college store.  It might take a little juggling in your POS ring but the customers will love the $5.98 savings from the bundle.

From Inside the MBA@UNC Blog: Maximizing Millennials: The Who, How, and Why of Managing Gen Y

No, you're not having a senior moment; the infographic below is reaaalllly small.  Now, if I were Gen Y, I could probably figure out how to resize it to fit this window.  However, the information in this fascinating graphic and article from the Inside the MBA@UNC Blog should be on the "everyone over 40" required reading list so follow the link below.

Maximizing Millennials: The Who, How, and Why of Managing Gen Y: Millennials, also known as Generation Y, are entering the workplace in record numbers. They are idealistic, diverse, digitally-enabled, social and perhaps most importantly, ambitious. While these are all traits that can make a positive impact on your organization, it is a tall task to retain and motivate millennials for a variety of reasons.  Their attitudes toward work and careers differ from previous generations...(continue reading at  http://onlinemba.unc.edu/mba-at-unc-blog/geny-in-the-workplace/ )

Via MBA@UNC Online Business Degree & The YEC

BTS Shopper Holiday

Source: nytimes.com via Paula on Pinterest

Finally, someone is making a push towards a national shopping event for back-to-school - Saturday, August 11.  According to a recent NY Times article, retailers who are on board with the Teen Vogue initiative include Aéropostale, American Eagle Outfitters, Express, Guess, H&M, Maybelline New York, Pacific Sunwear of California, Quiksilver, Staples and Vans. Even Proctor & Gamble is behind the promtion with their Cover Girl, Olay, Pantene and Tampax brands.

It will be interesting to see if this shopper event can rise to the hype of "Black Friday" and "Cyber Monday". 

JCP Experiment with Shopper Psychology

Source: calendar.jcpenney.com via Paula on Pinterest

I'm always intrigued by consumer psychology.  Somehow, JC Penney underestimated how deeply engrained are consumer behavioural patterns.  Here are some points from two recent articles which appeared on Ad Age:


JC Penney's Mistake? Assuming the Consumer Is Rational

...a rational person would rather buy a $7 T-shirt for $7 than that very same T-shirt, typically listed at $12.99, marked down to $7.99 (almost a dollar more that the new price).

The cognitive bias at play in the Penney pricing initiative is an "anchoring effect," meaning that consumers are typically heavily influenced by a specific piece of information, which all other information is evaluated against. Suggested retail prices are the most common anchors... While the $12.99 original price tag for the T-shirt might have been an inflated price, it still creates a subconscious anchor. While the consumer's rational side may know that it's a bogus price, the irrational side is excited that it can get the T-shirt for a bargain at $7.99. The discount creates the yearning to make the purchase. For some, it even gives them a slight feeling of euphoria, or a mini rush.

JC Penney Re-thinks Its Terminology, Embraces 'Sales' Again

Speaking at the Piper Jaffray Consumer Conference in New York, JC Penney CEO Ron Johnson told investors the company would be moving away from the term "month-long value" in favor of the simpler "sale." It's the latest marketing adjustment since the retailer reported a dismal first quarter.

"No one really understood [month-long value]. What we intend to do is a sale; we run 12 a year," Mr. Johnson said. "That's a messaging change within our vision for how we want to compete. ... The back half will be better, the customer will understand, and there will be a lot of purchasing."

Even major retailers can make missteps in understanding their customers. If you're like me you probably tell everyone about the great deal you snagged on a shopping expedition.  Why?  It's the thrill of the deal and JCP underestimated how important that is to most shoppers.  Keep this in mind when preparing price strategies for you store.

Under the Influence of Paint Chips

Who hasn't handled a paint chip from the hardware store?  From HGTV to window displays to notebooks, paint chips take on new life with their design aesthetic.   Paint Chip spiral notebooks from Top Flight (introduced at CAMEX) and this window display at GAP show the design inspiration.

Source: iheartinteriors.blogspot.com via Connect2One on Pinterest

Displays of Affection for Dad

Source: creativepartyideasbycheryl.blogspot.com via Connie on Pinterest

Nothing says Father's Day like tools and neckties!  These clever displays were spotted on Pinterest.  When you don't have time to get to the mall for ideas on window displays, take a virtual tour by searching "Store Window Displays".  You'll find tons of creative ideas to incorporate into your year-round merchandising plan. And many will have you saying, "I could do that!"

Source: thisoldhouse.com via Janine on Pinterest

One of these, one of these, and one of these...

We're taught in Retail 101 about the add-on sale but savvy retailers have figured out how to have promotions that accomplish that add-on sale as part of the deal.  Here are a couple of mall retailers who get it right.

 



The more you buy, the more you save!

 



Tanks: Buy One Get One 50% OFF

Tees: Buy One Get One $5

Shorts: Buy One Get One $10





It's MINE!

Word graphics have been hot in the college market and I particularly like this new imprint from Roaring Spring Paper Products. 

I love the sentiment.  Add a pop of foil for an eye-catching focus on MINE! 

Available for full-size notebooks or planners.   Contact your ICS rep for more details or call Roaring Spring at 800-441-1653.

Layover Inspiration

Where has the time gone?  Well, I spend a lot of times in airports and even there I can find inspiration for visual merchandising.  Check out these great displays that would work in any college store.  What's especially noteworthy about these displays is the simplicity of the assortment. A mug, hat and tee.  Tees and bling.  Less is more when creating impact selling displays.

Colors really pop in this underlit display at the Minneapolis Airport.



Great price point signage for these bright tees at the Madison, Wisconsin airport.  Bling key chains and lanyards and the colorful "Ink'd SkullCandy" earbuds on the adjacent rack complete the color story.

Weather Report: Chilly Toes Ahead

I am on a mission to save our mannequins!  Until every mannequin has shoes to wear, I will not rest.  Call me the Tom's of the mannequin world or just call me a bit compulsive on the issue. 

At Aeropostale (above), their mannequins are set for the season with Ugg style boots, jimmers, layers of tees, sweats and even hats in hand.  At American Eagle (below), their mannequins don't even have feet, but if a body were to slip into the clothes, the outfit would be complete from accessorized scarf, belt, shoulder bag and on down to suede clogs.

The bigger issue is how often times we overlook the small details.  The finishing touches do make a difference.  Sure, you don't sell shoes, but barefoot mannequins just lack class.  For those of you reading this who are Connect2One members, email me the sorry plight (and pictures) of your shoeless mannequins.  I'll pick the best story and send a pair of shoes to the rescue.  Email:  phaerr@connect2one.com by November 30, 2011.

Be Fruitful and Multiply

That's a lesson I learned at the National Association of Convenience Stores convention (or as I call it, the other NACS) a couple of weeks ago.  What am I talking about?  Major brands have learned that the name alone will take customers to new products.  Witness my beloved PEEPS that now appear on shelves year-round (not just at Easter), are dipped in chocolate, coated in chocolate, dyed in rainbow hues, morphed into pumpkins, snowmen and hearts, turned into marshmallow PEEP suckers (above) and, coming soon, PEEP snack bars made with crispy rice!

Can you think of how many versions of M&M's have appreared on your local candy shelf?  We all have our favorites - I'm staring at a bag of peanut M&M's that are calling my name - and you can be sure that I'll try the new mint dark chocolate M&M's when the hit the shelves next year.

Jelly Belly goes from the simple bean to soda pop, frozen "slushy" drinks, soft-serve yogurt, even ice cream.  And more flavors than I can imagine!

In the meantime, what about your business do you do really, really well?  How can you multiply that effect in your customers' eyes?  Food for thought.



 

Are you telling your customers the glass is half empty?

I came across an article today that was so profound, I had to share it.  To recap the message, the article poses the question of negativity behind the simple phrase "Out of Stock".  Did your mouth just make a frowny face reading those words?  And, when applied to your own store, what impression does the customer have about you?  Not, the original manufacture, what about you?

By simple wordsmithing the negativity can be pushed aside.  Restating the issue as "Shipping Nov. 15" or "Pre-order Now" can shift the disappointment to anticipation.  You've given the customer time expectations.  You could even offer a substitute at a reduced price or a pre-order service with an additional bonus for those who wait. 

It's all in how you phrase it.  Now that this article has opened my eyes, I can't wait to find more examples of how we can communicate that the glass is really half full and the drink is delicious!

Read the complete article at:

Reframe a supply problem to build anticipation at the The Globe and Mail (Toronto)

A Sale by any other name is still a SALE!

SALE! A universal concept, delightfully signed at retailer Mango in the Las Vegas Fashion Show Mall.

Creating Immediacy

Looking to create some excitement in your store? 

Consider in-and-out promotions that deliver limited availability product at great prices.  The "get it while you can" philosophy creates an urgency to get in on the deal NOW! 

Syracuse University Bookstore targets freshmen with a limited edition Class of 2015 t-shirt at a super $7.99 price.  Iowa Western College Store offers up prices that can compete with any retailer promotion at $14.99 for these fleece items.  But TWO DAYS is all you get for this super deal.

Make it a Combo

We've all done it - bought the combo at the drive-thru because it's a package deal.  Finding a way to do that in the apparel department in your bookstore isn't as easy as adding fries to your burger and drink but here's how several stores have gotten creative with the combo concept. 

The above example comes from Utah State University Book Store in Logan, Utah.  In a feature area in the store, the Game Day Package lets customers choose from a selection of items to come up with their own package of 5 items for 50 dollars.  Rather than just a purchase for a hoodie or a tee, a complete ensemble is personally selected by each customer at a bargain price. 

At Varney's Bookstore, this toddler set from Third Street Sportswear arrives in store, ready for merchandising with the hat attached to the tee.  Again, whereas a customer might be thinking of a tee purchase, the package deal is a no-brainer.

You can even borrow an idea that I spotted in an airport gift shop.  Attach a small plush item (with those plastice tagger tails) to a kid's tee or sweatshirt, reticket at a package price - in this case $16.99 - and again you have a nice combo deal.

Buy Local Movements

When I travel across the country visiting college bookstores, it's easy to recognize the important role that the college campus plays in the local community.  Businesses border the campus to serve the students, faculty and staff who often times make up the majority population of the town.  At Western Kentucky University, the WKU Bookstore is a full participant in the community with recent contributions to the Buy Local blog in Bowling Green, KY. 

The WKU Bookstore helped the Buy Local blog with a weekly feature of the Top 10 New Fan Gear for Men, Women and Kids.  Using a mix of product photos and real people looking great in the bookstore's WKU apparel, the feature was fresh, fun and built on the local spirit.  Too see all the photos follow this link:

Bowling Green KY Buy Local

Discover new connections with your community by partnering with Buy Local movements in your town

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Autograph Tee Graduates from Colgate

It's so simple.  A classic white tee, a Sharpie and an event!  Colgate University Bookstore does some suggestive selling by merchandising the "Yearbook" t-shirt with a mini-Sharpie marker (safety pinned to the tag) and, the icing on the cake - a display with a sample signed tee. 

Novel ways of creating memories are a big part of the souvenir business these days and Colgate University Bookstore does a great job with the creative bundling and the display. 

This not only works for grads but think of the possibilities for summer camps and other events.  I can just imagine the delight that summer camp soccer teams would take in having their autograph tee signed by all their new friends.  And, for girl camps, that white tee could be paired up with bright color Sharpies and neon imprints. 

Let the signing begin!

How to Deliver an Experience

A couple of things happened last week that reminded me once again of the impact of a WOW experience. John Jantsch, blogging on Duct Tape Marketing gave a wonderful example of a very memorable purchase from Etsy seller Katie Blair Design.

The online purchase was treated with the same personalized care as a treasured gift. A hand-addressed package, a business card on which was hand-written a thank you and an offer on a next purchase, a sample of another product and then, finally, the hand-stitched notebook that was purchased, delicately wrapped in colorful tissue paper.

The second thing that happened was that I received a huge tin of gigantic cookies from a business acquaintance. I simply referred a client to this person. In my mind, the thank you gift (totally unexpected) far outweighed the small favor I extended.

Often times, it's easy to get caught up in operational issues of day to business; whether it's simply passing along a referral or more detailed as in getting an order, picking the product, ringing the transaction, packaging, prepping for shipping/delivery, etc., etc., etc. The extra steps that the Etsy seller undertook makes the purchase even more special. I am thrilled with my cookies and am in awe of my acquaintance's thoughtfulness. Just a reminder to all of us to stop and smell...the cookies!

The Key to Bling

Patrick Healey, Director and Apparel Merchandise Manager at the UCLA Store, recently shared with me their secret to success with bling designs. 

When adding glitter inks, embellishments or foil treatments to ladies wear, simple designs like the classic script or arch letters are the way to go. 

When designs gets too busy, the effect may trend to trashy rather than classy, with a touch of flash.   

Price Point Energy

Unless you're doing permanent clearance markdowns or all day savings passes, Percent Off promotions are becoming a thing of the past for instore displays.  I have to write about this at least once every few months as I see the price point concept dominate mainstream retail yet rarely see it used in college bookstore retail. 

Aéropostale excels at the price point concept as seen in these recent Spring Break deals.

• 2 Tops for $20
• $28 Shorts
• $8 Tees
• Free Tee (when you buy a pair of Shorts)

These promotions are planned buys which take...planning!  As you finalize your summer and BTS purchase orders, consider where you can make a splash with dynamic price points.  There's a price range sweetspot for your customers that will grab attention and create new energy behind your promotions.